Outside of your other marketing initiatives like digital ads, you should plan to have ongoing promotions within your practice as part of your marketing strategy.
These promotions will keep your practice in the forefront of local prospective patients.
It is a good idea to create an annual calendar of promotions in advance. Now you will have a clear plan on what you are going to do throughout the upcoming year.
Base your promotions on the time of the year, holidays and special events; this way they will be timeless.
Example of an Annual Promotion’s Calendar
| January | Weight loss / Body Sculpting |
| February | Valentines (injectables) |
| March | Weddings (skin rejuvenation, hair removal) |
| April | Easter, Summer is coming (chemical peels, weight loss, hair removal) |
| May | Mother’s Day (chemical peels, skin rejuvenation) |
| June | Reunions, Get Ready for Summer (injectables, weight loss, skin care) |
| July | Weight Loss / body Sculpting |
| August | Back to School (acne for kids; skin rejuvenation, weight loss for mom’s) |
| September | Damaged Skin Clinic (skin rejuvenation, chemical peels) |
| October | Get ready for the Holidays (weight loss) |
| November | Holidays (injectables) |
| December | Winter Skin Clinic (skin care, chemical peels) |
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Here are some other ideas to help get you started in between your main campaigns in your marketing strategy:
Chances are you are a member of an airline frequent flyer program and also have your favorite retail store’s rewards card in your wallet.
Loyalty programs are so common most consumers now expect them.
“Why wouldn’t they reward me for my loyalty when there are so many other options available?” is the refrain coming from sophisticated consumers.
I’ve seen two types of loyalty programs, ones that a patient purchases every year and one that is more of a VIP (Very Important Patient) program where it’s given without a fee.
In addition, you could offer gift cards or gift certificates after patients spend a set amount of money at the practice. There are many options, so choose the one that works best for your practice.
There are a number of different ways to increase patient loyalty through reward programs. Some ideas include:
The goal of having a loyalty card is to ensure that your patients are interested in what else you offer and will be encouraged to return to your clinic.
Consider tracking your loyalty card members via email or other social media channels to create a relationship and keep them informed.
In order to have a successful loyalty program, ensure that all new and current patients are aware that you have it. Offer it to them as an exclusive perk of having services at your clinic.
You can even personalize it by offering perks on the patient’s birthday, on their yearly anniversary of treatments, or when a certain amount of money has been spent.
If you are ready to grow your practice or are preparing to start your first practice, check out the IAPAM’s Practice Startup Workshop.
By Jeff Russell, Author of Secrets to a Successful Practice & Executive Director of the IAPAM
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